Appearing in January on the TV reality show Shark Tank, where entrepreneurs/contestants make business presentations to a panel of four “shark” investors, Clean Ethics hooked investor Lori Greiner, who negotiated a deal for 33% of the business in return.
Bottle Bright is an effervescent tablet that cleans and sanitizes water bottles, or other drinking containers, without chlorine or chemicals. Founders Seth Friedman and Justin Koehneke—avid mountain bikers and hikers—invented the product after being fed up with having dirty, slimy water bottles and travel mugs on the trail.
The products are packaged in bright, cyan-and-white pouches, with the Natural Products Association Certified-seal in green. The handy, 60-g bottom-gusset pouch holds 10 tablets and features a die-cut hang hole, a notch for tearing off the top of the pouch, and a reclosable seal. Graphics are all about effervescence, with bubble illustrations percolating up from the product name and surrounding a callout at the top of the pouch, “Removes Stubborn Stains & Odors.” At the bottom of the pouch are line drawings of a range of bottle types, with an effervescing tablet plummeting toward them.
At the top of the pouch, copy reads, “Buy Clean. Give Clean.” This is a reference to the company’s Clean in Kind® program, which donates one pouch of Bottle Bright tablets for every pouch purchased to developing countries that lack clean water and sanitation.
Bottle Bright is currently available online only, for $5.99. However, with Greiner’s recent investment, you may soon see the product on retail shelves.
